A new wireless marketing platform uses 'point servers' to deliver offers and service alerts via Bluetooth.
Nokia unveiled a platform that supports short-range transmissions of marketing offers and service alerts to mobile phones.
Called Nokia Local Marketing, the system is based on "point servers" that use Bluetooth (define) and other close-range radio technologies to convey a message when a person walks by a service module.
Nokia suggested ideal applications include the quick transfer of restaurant specials and menus, retail offers, transit schedules, and news headlines. Offers and alerts are targeted according to predefined user preferences, but the company did not immediately make clear how that would be implemented. Nokia may intend that service alerts such as train schedules be the main draw for consumers, who will then opt in to receive offers from advertisers. The company did not immediately return a call seeking comment.
In a joint venture, Nokia and client Coca-Cola will demonstrate the service in action at the 3GSM conference in Cannes next week. Interested attendees can use it to get Coke coupons, video clips, and wallpaper. The platform will be made commercially available in the third quarter of 2005.
"The Nokia Local Marketing Solution brings relevant services to consumers at the right time, and in the right place," said Sakari Kotola, director of Nokia Ventures, in a statement. "This is focused marketing, and it all happens on the consumer's own terms."
The platform does not deliver messages to a phone's inbox. Rather, it works by routing messages into separate folders containing "service bookmarks" and "coupons." These can be perused at the handset owner's leisure.
The service will be offered through operators and service providers and will require the installation of Nokia's client software on consumers' handsets. Messages are transmitted when a capable phone passes any of Nokia's service points.
This Year's Premier Digital Marketing Event is #CZLSF
ClickZ Live San Francisco (Aug 11-14) brings together the industry's leading practitioners and marketing strategists to deliver 4 days of educational sessions and training workshops. From Data-Driven Marketing to Social, Mobile, Display, Search and Email, this year's comprehensive agenda will help you maximize your marketing efforts and ROI. Register today!
Until March 2012, Zach Rodgers was managing editor of ClickZ's award-winning coverage of news and trends in digital marketing. He reported on the rise of web companies, data markets, ad technologies, and government Internet policy, among other subjects.
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.
August 21, 2014